In email marketing, recipients usually give permission to receive emails, making it a direct channel for sending messages and materials.

True. Email marketing is fundamentally permission-based. Recipients explicitly opt-in to receive communications, typically by subscribing to a newsletter, making a purchase, or filling out a form. This permission is crucial because it establishes a direct, consented channel for businesses to send promotional materials, updates, and other messages. Without permission, emails would be considered spam, leading to low engagement, high unsubscribe rates, and potential legal issues under regulations like GDPR or CAN-SPAM.